Simplot Plant Sciences: Designing a Better Potato

Jose B. Alvarez; Mary  Shelman

Case | HBS Case Collection | December 2014 (Revised February 2017)

Simplot Plant Sciences: Designing a Better Potato

Abstract

Privately held Simplot has developed a new genetically engineered potato that substantially reduces waste and does not turn brown after cutting. Unlike other GMOs, it does not contain foreign genes. The case describes the company's commercialization plans in light of the complex environment surrounding genetically modified foods.

Keywords: GMO; sustainability; Agribusiness; biotechnology; disruptive innovation; food and environment; Product positioning; Plant-Based Agribusiness; Food; Disruptive Innovation; Technological Innovation; Marketing; Product Positioning; Genetics; Value Creation; Agriculture and Agribusiness Industry; United States;

Language: English

Format: Print

28 pages

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Citation:

Alvarez, Jose B., and Mary Shelman. "Simplot Plant Sciences: Designing a Better Potato." Harvard Business School Case 515-042, December 2014. (Revised February 2017.)

Case | HBS Case Collection | December 2019

CME Group in 2019

José B. Alvarez, Forest Reinhardt and Natalie Kindred

Chicago-based CME Group is the world’s largest futures and options marketplace, with annual trading volume of over 4.8 billion contracts in 2018. This case is set in late 2019, as heightened perceptions of risk stemming from the U.S.-China trade war are driving record trading volumes of agricultural futures. CME Group leads the agricultural futures market, but changing global dynamics are raising new questions about the security of its competitive position. With roots dating to the 1850s, CME Group became the market leader by developing liquid markets for reliable products tied to U.S. agricultural production. But the U.S. no longer dominates global grain and oilseed production and trade, raising questions about whether U.S.-domiciled futures and options will remain relevant globally. Other pressures on CME Group include the U.S. political environment—there is talk of taxing futures trades—and potential competition from Chinese futures exchanges. How should the management team adjust their strategy? While this case focuses on CME Group’s agricultural products business, some of the questions at play—e.g., about the role of speculators, the usefulness of a financial transactions tax, and the positioning of price discovery in commodity source markets versus destination markets—apply to other lines of business such as foreign exchange or precious metals.

Keywords: Financial Markets; Risk Management; Futures and Commodity Futures; Trade; Price; Competition; Risk and Uncertainty; Competitive Strategy; United States; China; Brazil;